Just Better Care Possible campaign

CASE STUDY: Possible – a purpose-led campaign for national aged care and disability support provider, Just Better Care.

Ellis Jones  •  Monday April 16, 2018
Communications  •  Health & Ageing

Client

Established in 2005, Just Better Care has grown to become one of Australia’s largest franchised providers of in-home care, with over 30 franchised territories nationally. The company provides a variety of in-home aged care and disability services, including domestic assistance, personal care, meal preparation, transport and domestic support.

Challenge

The Australian aged care and disability support sectors are in a period of large-scale ongoing government reform. The move to a consumer-led, market-based system has handed greater choice and control to Just Better Care customers and their family members. Informed by in-depth research, Ellis Jones’ brand strategists and design team developed an updated brand and visual identity, timed to launch this into market.

With operations in the full spectrum of diverse communities, the campaign needed a variety of applications and a staged approach – beginning with internal activation, quickly followed by outreach to customers and referrers, before a national digital campaign.

Response

Ellis Jones proposed a compelling, but simple campaign that focused on evidencing the organisation’s competitive advantages. The overarching goal of the campaign was to (re)launch the Just Better Care brand identity to new and existing target audiences, increasing brand awareness, understanding of services and customer referrals to the owner network.

Applying research on barriers to care, the concept of ‘possible’ was developed into a compelling campaign supported by social purpose narrative that increased awareness of Just Better Care and its services among target audiences, at the national and local level.

With a range of diverse target audiences, the campaign needed a variety of applications and a staged approach – beginning with internal activation, quickly followed by outreach to customers and referrers, before a national campaign.

The Possible campaign centred around the development of a clear digital customer pathway via an online microsite hub, with support from offline activity such as radio advertising and direct marketing. The digital activations served to create clear pathways for customers and referrers to access information.

Internal audiences – Just Better Care franchise owners and staff were also targeted using digital activations, to create brand awareness, brand advocates, and draw people to a career in the community care sector.

“Ellis Jones has established a strong brand for Just Better Care that is aligned to our company values and business objectives. They understand our strategic advantages in the market place and effectively communicate these via our marketing campaigns which target potential and existing customers. Ellis Jones monitors the performance of our marketing communications and constantly refines the message and execution, which ultimately increases the effectiveness of our campaigns.

The commitment that the Ellis Jones team shows is outstanding, bringing structure, evidence base reporting and professionalism to each marketing initiative at a nationally and local level. They have proven themselves to be market-leaders and a great support to the Just Better Care marketing department.”

– Alison Chandler, COO, Just Better Care Australia

Outcome

Ellis Jones’s creative development was critical to driving the success of the campaign with innovative concepts that were unique and stood out from the competitive market.

A number of key performance indicators were used to measure the success of the campaign. Microsite visits, eDM sign-ups, social media engagement and mainstream media activity were all monitored.

Throughout the six week duration of the campaign, videos received 35,862 engagements and 71,383 views.

Phone calls and enquires to Just Better Care all increased, supported by the radio advertising used during the campaign.

The Possible microsite achieved 3,200 visits and a conversion rate of 32.75 per cent.

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